Restaurant Industry Copywriter: Who They Are And Why You Need One If You Want To Connect With Customers
A breakdown of what a restaurant copywriter is and how they can help your business connect with customers and make you tons more money.
If you’re reading this, you need a copywriter.
You’ve most likely done a bit of digging and found plenty for dirt cheap on Fiverr and UpWork, but none of them have that special ingredient you’re looking for…
Real restaurant experience.
You need a writer who’s been in the weeds, short-staffed with a line out the door on a Friday night.
A writer who’s “been there” and “done that”—someone who speaks the language of restaurants, knows how they operate, and can navigate its chaotic energy, then use that experience to write captivating content and copy that connects with your customers.
If that sounds like the writer you’re looking for, you’ve come to the right place.
In this article, I will teach you everything you need to know about restaurant copywriters and how they can use their first-hand experience to make your business more money.
Let’s get started.
What is a Restaurant Industry Copywriter?
Before we talk about restaurant industry copywriters (RIC), let’s get on the same page about what copywriters are and how they can help your business.
Definition of a copywriter.
A copywriter is a professional writer who specializes in creating persuasive, engaging, and informative content designed to promote products, services, or ideas.
They craft a wide range of materials, including advertisements, website content, emails, social media posts, blogs, and more.
The primary goal of a copywriter is to influence the target audience’s behavior, encouraging them to take specific actions, such as making a purchase, signing up for a service, or engaging with a brand.
Simple enough, right?
So, then, what’s a restaurant industry copywriter?
Definition of a restaurant industry copywriter.
A restaurant industry copywriter focuses almost exclusively on creating content for businesses in the restaurant industry and its related sectors, such as SaaS companies, food distributors, and suppliers.
They possess deep knowledge of the restaurant industry, including its trends, operations, language, and customer dynamics.
This expertise allows them to craft tailored, effective messaging that resonates with the unique needs of restaurants and other industry stakeholders, helping to drive engagement, enhance brand visibility, and ultimately contribute to the business's success.
If you want to jump straight into learning how to write copy yourself, check out my ultimate guide to restaurant industry copywriting. In it, you’ll find everything you need to write killer copy, and it’s all FREE.
Why You Need a Copywriter That Specializes in the Restaurant Industry
Restaurant industry copywriters get hired to target two audiences:
- Restaurant customers
- Restaurant owners and operators
While these two groups couldn’t be any different from each other, an RIC’s unique skill set gives them a leg up on general copywriters.
Let’s dive deeper.
Restaurant customers.
The first group (customers) involves restaurants hiring writers to produce copy for social media, ads, menus, websites, emails, and more.
Yes, you could hire a “regular” copywriter to knock out this writing and probably get ok results, but they won’t have the same direct customer experience as a writer who’s worked in restaurants for years.
This face-to-face customer experience will produce copy that speaks directly to your target customers and connects on a more internal and emotional level, resulting in your business gaining more customers and higher sales.
Restaurant owners and operators.
To target the second group—restaurant owners and operators—restaurant technology (SaaS) providers, marketing and PR teams, as well as distributors and suppliers, hire writers to create blog content, emails, web copy, and other materials designed to persuade operators to use their products and services.
Copywriters are masters of researching industries they’ve never worked in and then creating relevant and engaging content for their target audience.
And in most cases, readers can’t tell if the writer has worked a single day in their industry—but when it comes to restaurant owners and operators, it’s different.
There’s too much nuance and too many variables to convince people who’ve worked in restaurants for years or decades that an industry veteran wrote it.
That’s why most restaurants use a stage (pronounced with a soft “g” to rhyme with mirage), aka a working interview, as part of their hiring process.
People can fake their way through an interview, but the moment they step on that floor, if they don’t have restaurant experience, it will become apparent immediately.
The same goes for operators reading a blog, email, or web copy.
If an operator is reading an article by an inventory management company and the inexperienced writer uses incorrect language to describe a working scenario, it immediately looks like they don’t understand how restaurants work, possibly resulting in a lost sale.
For example, a general copywriter might say, “The head cook can seamlessly move from the pantry to the refrigerator to complete their order.”
It’s not wrong, but to a person who’s worked in restaurants for a long time, it reads kinda funky.
I worked in kitchens for twenty years and never heard the title “head cook,”—it’s chef, sous chef, or kitchen manager—and it’s not a “pantry” or “refrigerator” either; it’s dry storage and the walk-in.
It’s these kinds of overlooked details that will not sit well with operators, so in a scenario where the customer is choosing between two products, they’ll go with the company that sounds like they have more experience in the industry.
And there’s more.
3 Things That’ll Happen if You Don’t Work With a Specialized Copywriter?
Anyone in the restaurant industry who hires a copywriter will face challenges, but hiring a specialized writer will make it significantly easier.
Yes, a general copywriter can possibly produce good content, but a lack of industry knowledge can lead to extra work for you and missed opportunities for creating truly impactful messaging.
Here are 3 ways that can happen.
1) You’ll spend more time getting the writer up to speed.
Your new writer will need to know how your business can help customers inside and out, and how long that takes can depend largely on their background and experience.
For example, let’s say you own a restaurant reservation software company and want to publish an article about how your product can help streamline front-of-house operations.
If the first thing you have to do is teach your new writer what “front-of-house” is, then you’re in for a long drive.
2) You’ll get generic messaging.
Generic/weak messaging is where profits go to die. You’ll lose potential customers because it’s the same stuff they’ve heard a million times, and it doesn’t connect.
This happens because general writers don’t understand the intricacies of the industry and won’t know how to create messaging that fits perfectly within the context of a restaurant.
Which means it’ll then be your job to go back and fix the writing to make it a better fit.
3) You’ll lose credibility.
We’ve touched on this a bit already, but it’s worth repeating.
Restaurant owners and operators are savvy readers and they can spot when someone doesn’t fully understand their world.
If your messaging comes off as generic or off-brand, it can erode trust and damage the credibility of your brand.
A RIC brings authenticity to the table—they know how to speak the same language, using terms, examples, and scenarios that resonate with your audience.
This leads to content that not only feels credible but also creates a stronger connection with potential customers.
How to Find and Hire a Restaurant Industry Copywriter
Now that you know the why of needing an RIC, let’s dig into the how of finding a qualified restaurant industry copywriter.
Search online platforms.
Nearly everyone will seach Google first, and it’s most likely that’s how you arrived at this article, but here are a few other places to look after exhausting your search on Google:
I know I threw shade at the last two companies at the beginning of this article, but they are a place to find a good writer if you’re willing to spend the time digging deep. But beware, you’ll really want to vet them and make sure they’re qualified, which I’m going to show you how to do right now.
4 qualifications to look for in a restaurant industry copywriter.
You can’t always trust what someone says on their About page or in their bio, so you’ll need to investigate their authenticity.
Look for these 4 things when vetting a writer:
1) Industry Experience: Look for someone with direct experience in the restaurant industry. Their firsthand knowledge of the industry will enable them to create authentic, effective content.
2) Strong Portfolio: Ask for examples of their past work, particularly projects within the restaurant, foodservice, or hospitality sectors. Their portfolio should demonstrate an ability to connect with your target audience, whether it’s restaurant operators, chefs, guests, or distributors.
3) Understanding of Restaurant-Specific Challenges: They should be able to articulate key issues such as staff shortages, food cost management, and the importance of customer service in their writing. This shows they understand not only the industry but also your audience’s pain points.
4) Versatility Across Formats: A good restaurant industry copywriter can adapt their writing to suit various formats—whether it’s blog posts, email campaigns, web copy, or product descriptions. Their versatility ensures you’ll have a consistent voice across all channels.
5 Questions you need to ask in person or over a virtual meeting.
Ok, you’ve done your homework, and you’ve found a handful of writers you like—now it’s time to set up a time to talk and see if they’re a good fit.
You might already know the answer to some of these questions because you checked their background, but hearing it in their own voice gives you a better understanding of their personality and communication level—working with a writer with a great vibe makes the process significantly easier.
- What’s your experience working in or writing for the restaurant industry?some text
- This question helps you gauge how familiar they are with the unique challenges and nuances of the restaurant business.
- Can you share examples of past projects related to restaurants or foodservice?some text
- Their portfolio should reflect their ability to create targeted, impactful content for the restaurant sector.
- How do you approach writing for different audiences within the industry (e.g., restaurant owners, distributors, SaaS providers)?some text
- A skilled restaurant industry copywriter should be able to tailor their messaging to different segments of the industry, ensuring it resonates with each audience.
- How do you stay up to date with restaurant industry trends?some text
- This will give you insight into how proactive they are in keeping their writing relevant to current market conditions.
- What’s your process for learning about a client’s specific product or service?some text
- While they may have industry knowledge, every business is different. You’ll want to know how they plan to understand your offerings better.
If any other questions come to mind during your conversation, ask away. Just be sure to hit these five questions, and you’ll have a decent understanding of how they can help your business.
That’s it!
It’s clear why hiring a copywriter specializing in your industry is a smart choice, but this article should help reinforce your decision to take that path for your business.
Which brings us to the part where I shamelessly pitch you my services.
Are You Ready to Work with a Legit Restaurant Industry Copywriter?
You can save yourself a ton of time and headache looking for a restaurant industry copywriter by contacting me right now and setting up a time to talk.
I have over 25 years of experience working in restaurants, which I can use to help your business connect with your target customers like magnets.
I love restaurants and have worked with many companies that feel the same way, like:
You’ve made it this far—go a little further and shoot me a message to experience what it’s like working with a real restaurant industry copywriter.
Let’s get started!
